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The United Way of Central Ohio wants to raise at least $52.6 million during its 2012 campaign
that will be built on a community discussion about poverty.

“All of us know that we live in a prosperous community,” Nationwide CEO Steve Rasmussen said. “
The message we need to get out is that this fine community has issues.”

Rasmussen and his wife, Cindy, are co-chairmen of the campaign. The goal set yesterday is 4.9
percent, or $2.5 million, higher than the 2011 campaign’s final tally of $50.1 million.

Mrs. Rasmussen said they plan to push hard. “Steve and I just really feel that this has to be a
transformative year,” she said.

Although poverty has long been at the root of many of the problems the United Way aims to
address, officials say they need to do more to raise awareness about its widespread grip.

A benchmarking study last fall that used American Community Survey data from 2009 to compare 16
U.S. metropolitan areas found that the Columbus area had the highest poverty rate, at 15.6 percent
of the population. Within the boundaries of the city of Columbus, the rate was about 23 percent,
according to Census data.

Mr. Rasmussen said such reports have drawn the attention of civic leaders.

“A lot of us in the community have stepped back and said, ‘There really is a poverty issue in
this community,’ ” he said. “There are real people behind this.”

Mr. Rasmussen said the fundraising organization also needs to recruit more businesses and
individual donors. The donor base skews to large employers, with the top two workplace campaigns —
Nationwide and Limited Brands — contributing about 32 percent of the 2011 campaign total.

“Herein lies our challenge,” he told United Way trustees. “How do we expand the base of this
campaign?”

Janet Jackson, the United Way president and CEO, said the Rasmussens’ vision will help the
agency boost its fundraising efforts and speed up the fight against poverty so that more residents
reach their potential.